E-Commerce Events Specification

Introduction

RudderStack is a customer data infrastructure that specializes in tracking, collecting, and routing event data in a secure, real-time manner. In the case of eCommerce companies, this event data follows a specific, standard format. This guide gives you a detailed description of the e-commerce events along with their properties, and how RudderStack uses this data to help you define a customer's journey on an eCommerce website.

Event Lifecycle Overview

RudderStack supports the following e-commerce events - classified into major categories as mentioned below - that form a part of the overall customer journey.

Browsing

The following actions are associated with the user's browsing activity, whenever they are on the website:

User ActionContext
Products SearchedWhen the user searches for product/s
Product List ViewedWhen the user views a list or category of products
Product List FilteredWhen the user filters a product list or category

Promotions

The following actions are associated with the user's interaction with a website promotion:

User ActionContext
Promotion ViewedWhen the user views a promotional ad on the website
Promotion ClickedWhen the user clicks on a promotional ad on the website

Ordering

The following actions are associated with a user's core ordering activity:

User ActionContext
Product ViewedWhen the user views a product and its details
Product AddedWhen the user adds a product to their shopping cart
Product RemovedWhen the user removes a product from their shopping cart
Cart ViewedWhen the user views their shopping cart
Checkout StartedWhen the user initiates the checkout process to complete their order
Checkout Step ViewedWhen the user views a checkout step
Checkout Step CompletedWhen the user completes a checkout step
Payment Info EnteredWhen the user adds the payment information
Order CompletedWhen the order is completed by the user
Order UpdatedWhen the user updates the already placed order
Order RefundedWhen the order amount is refunded to the user
Order CancelledWhen the user cancels the already placed order

Coupons

The following actions are associated with the user's interactions with the website's coupon facilities, for availing discounts:

User ActionContext
Coupon EnteredWhen the user enters a coupon on an order or the shopping cart
Coupon AppliedWhen a coupon is applied successfully on an order or the shopping cart
Coupon DeniedWhen a coupon is not valid for the order or the cart and is denied as a result
Coupon RemovedWhen the user removes the coupon from an order or the shopping cart

Wishlist

The following actions are associated with the user's activities related to adding or removing product/s from their wish list:

User ActionContext
Product Added to WishlistWhen the user adds a product to their wish list
Product Removed from WishlistWhen the user removes a product from their wish list
Wishlist Product Added to CartWhen the user adds a wishlisted product to their cart

Sharing

The following actions are associated with the user's sharing activity when they share the product or the cart list with their friends or colleagues:

User ActionContext
Product SharedWhen the user shares the product link with one or more friends
Cart SharedWhen the user shares their existing shopping cart with one or more friends

Reviewing

The following actions are associated with the reviewing activity of the user:

User ActionContext
Product ReviewedWhen the user reviews a product

Contact Us

To know more about the RudderStack eCommerce spec, feel free to contact us. You can also request a demo to see RudderStack in action. You can also start a conversation on our Slack community - we will be happy to talk to you.

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